Freedom Circle is a family giving initiative with the aim to save dogs and their families from domestic abuse. The organisation which is part of Dogs Trust takes dogs into a foster home where they are cared for whilst their families flee and rebuild their lives in safety elsewhere.
The new identity needs to be unique while also visually relatable to the existing parent brand Dogs Trust. As the organisation focuses on support and help it needs to convey easy approachability and warm friendliness. Based on the name the identity incorporates round, circular shapes.
The logo itself represents the dog, which is at the centre of the project aim and a caring hand that symbolises the foster family looking after the animal. The colour palette is closely related to Dogs Trust's brand. An emphasis is put on yellow, representing positivity and joy. The main typeface is bold and functions as a statement font, where the secondary typeface is a more friendly and approachable complimetary font.